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Grolsch traverses the Netherlands with refrigerators full of cool*beers (Translation)

29 April 2010

Royal Grolsch N.V. 

Enschede, April 26, 2010

The Cool*Hotline - one of Grolsch's many solutions
for cool*beers this summer

Starting today, Grolsch traverses the Netherlands with the Cool*Hotlines and thus officially opens the Cool*Season. The Cool*Hotline - a small moped with a refrigerator for a sidecar - provides consumers with cool*beers all summer. After a quick phone call to the hotline, consumers can exchange their lukewarm beers for a delightfully cold one. The Cool*Hotline is one of the many smart, clever and cool solutions that Grolsch offers this summer. The objective is that everyone, no matter when or where, has a cool*beer within reach. Even during the Soccer World Cup, with a remote controlled Cool*Server at home, not a single second of a match will be missed. With various Cool*Initiatives this summer, Grolsch offers practical solutions to realize its passion for cool*beer. After all, only at the right temperature does a can of beer express its true quality.

De Cool*Hotline comes to your rescue
As of today, Grolsch's Cool*Hotlines will drive through the Netherlands. The cool season's kickoff will be in Enschede. Subsequently, Utrecht, Deventer, Apeldoorn and Amsterdam will follow. The agenda, with dates and conditions, is available on All types of canned beers available in the Netherlands - house brands and private brands excluded - can be traded free of charge against a chilled can of Grolsch beer.

The Cool*Meter and Cool*Server
Apart from the Cool*Hotline, Grolsch offers many other cool solutions. Starting in mid-April, for instance, all cans of Grolsch Premium Pils will be equipped with a Cool*Meter, indicating until the very last drop whether your beer has maintained its recommended drinking temperature. The Cool*Meter stays blue as long as the beer maintains a temperature of 6° to 8°C or less. Keeping the cans at this temperature is, of course, of the utmost importance during the Soccer World Cup! Therefore, Grolsch has a gadget that is truly worthwhile; it keeps your cans cool! During a match, the remote controlled Cool*Server will deliver a cooled can right to your seat, so you won't miss out on a single moment of the game.

Furthermore, Grolsch offers its consumers various Cool*Tips. A Cool*Alarm can be downloaded on, assuring access to a delightfully fresh can of beer at all times. The Cool*Service will be present at the many festivals and events in various cities this summer. The huge success of last year's truck loaded with refrigerators full of cool*beers will have a follow-up this year. Thus people can enjoy a delightfully chilled can at home, in the park, during a festival or on the campground.

As unique as Grolsch
Jan Nales, Director of Marketing: "Grolsch is a brand that marches to the beat of its own drum. It has its own unique taste and a passion for quality, always and everywhere. Consumers should expect a high-quality beer from us. That also means a can of Grolsch that is cold. Last year's Cool* campaign was enormously successful. This year will have its own grand follow-up. We offer consumers new, unique and reliable solutions to keeping their cans of beer delightfully cold.

Editorial Information
For more information and/or visual material, please contact:

Royal Grolsch N.V.
Helen ter Huurne
Department of Corporate Affairs
Tel: 003153-483 34 07 

About Grolsch
Royal Grolsch N.V. is a company with a history that dates back to 1615. This makes Grolsch one of the oldest and most successful breweries in the Netherlands. Grolsch is active in the Dutch market, as well as a large number of international beverage markets. Grolsch holds a premium position in the world, in which unique Grolsch values such as taste, top quality, tradition, aspiration, authenticity, and sharing enjoyment are central themes. Since 2004 Grolsch has been located in a modern brewery complex in Enschede. Since February 12th, 2008 Grolsch has been a subsidiary of SABMiller plc.

This SABMiller subsidiary news release has been translated from its local market language to English language for publication on We have attempted to provide an accurate translation of the original material but due to the difficulties of translation slight differences may exist. 
Note, the news release was first published in its local market on [26/04/2010].

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